Table of Contents
Executive Summary
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- What you need to know about console gaming in 2020
- Console market overview
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- Figure 1: Total US unit sales of video game consoles, 2014-20
- Three key players: PlayStation, Xbox and Nintendo
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- Figure 2: Type of console used, November 2019
- Top takeaways
- Key trends
- Next generation consoles will ride a wave of hype in 2020
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- Figure 3: Interest in purchasing next generation of consoles, all vs console players, November 2019
- Action genres, developers differentiate console gameplay
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- Figure 4: Developers played, all vs console gamers, November 2019
- Brand loyalty and hardware matter
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- Figure 5: Brand loyalty and the importance of hardware, all gamers vs console gamers, November 2019
- What it means
The Market – What You Need to Know
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- Console market gears up for next generation
- Three main console brands had different results in the latest generation
- The gaming audience is dedicated and diverse
- Console cycles supported by home entertainment investments
- Gaming is increasingly important for gamers
Market Size
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- Console market reflects peaks and valleys due to generational release cycle
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- Figure 6: Total US unit sales of video game consoles, 2014-20
Market Breakdown
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- PlayStation
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- Figure 7: Total US unit sales of PlayStation consoles, 2014-19
- Xbox
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- Figure 8: Total US unit sales of Xbox consoles, 2014-19
- Nintendo
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- Figure 9: Total US unit sales of Nintendo consoles, 2014-19
The US Gamer: Who They Are and How They Play
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- Who are gamers?
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- Figure 10: Profile of US gamers, by key demographics, November 2019
- Mobile attracts the most attention
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- Figure 11: Gaming devices, November 2019
- Gamers game all the time
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- Figure 12: Frequency of gaming and weekly hours, November 2019
- Casual gaming is common
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- Figure 13: Reasons to play video games, November 2019
- Puzzle and board games have the biggest audience
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- Figure 14: Favorite gaming genres ranked, October 2019
Market Factors
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- Console release cycles drive direction of hardware sales
- Affordable HD TVs are in most homes
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- Figure 15: Types of TVs owned, August 2019
- Most homes invest in high speed internet
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- Figure 16: Home internet source, July 2019
Market Perspective
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- Gaming is more competitive with other entertainment
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- Figure 17: Gaming vs other entertainment, 2015-19
- Half of parents play video games with their kids
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- Figure 18: Time spent on gaming with kids, August 2019
Key Players – What You Need to Know
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- Different brands for different console gamers
- Services are a key area of focus
- Some old and new gaming models struggle as audiences disappear
- Preparing for the future of console gaming
PlayStation, Xbox and Nintendo
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- PlayStation (Sony)
- Current console: PS4
- The gamer
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- Figure 19: Profile of PlayStation players, by key demographics, November 2019
- What happened in 2019
- What’s coming in 2020
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- Figure 20: Estimated specifications of PS5
- Xbox (Microsoft)
- Current console: Xbox One
- The gamer
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- Figure 21: Profile of Xbox players, by key demographics, November 2019
- What happened in 2019
- What’s coming in 2020
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- Figure 22: Estimated specifications of Xbox Series X
- Nintendo
- Current console: Nintendo Switch
- The gamer
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- Figure 23: Profile of Nintendo players, by key demographics, November 2019
- What happened in 2019
- What’s coming in 2020
What’s Working
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- Switch, PS4 hit milestones in 2019
- Building up subscription offerings
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- Figure 24: Awareness and interest in console subscription services, October 2019
- Remote play challenges the cloud
- Boosting the streaming platform
What’s Struggling
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- Handheld devices give way to hybrids
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- Figure 25: @alienware “Concept UFO” Instagram post, January 2020
- Rental market takes a hit
- Selling a digital-exclusive model
- Few standout games in 2019
What to Watch
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- Making greener consoles
- Broadening the idea of “exclusive”
- Heading to the cloud
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- Figure 26: Awareness and interest in cloud gaming services, October 2019
- Bumping up VR content
The Consumer – What You Need to Know
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- Dedicated hardcore gamers overrepresented in console gaming
- Games for two groups of consoles
- Console gamers are looking to buy
- Console gamers look to other gamers for hardware advice
- The next generation will be driven by a desire to upgrade
- Gaming accessories need to perform
- Positive perceptions and heavy play go hand in hand
- Familiarity creates hype for upcoming games
- Console gamers play differently
- New (but familiar) experiences are important to console gamers
Console Gamer Overview
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- Active console gamers represent typical gaming demographics
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- Figure 27: Profile of active console gamers, by key demographics, November 2019
- PlayStation has slight edge on competition
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- Figure 28: Type of console used, November 2019
- Many console players are brand and device loyal
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- Figure 29: Number of consoles and brands used, November 2019
Gaming Genres and Devices
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- PlayStation and Xbox
- Nintendo
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- Figure 30: Correspondence analysis – Symmetrical map – Perceptions of gaming devices, November 2019
Hardware Purchase Intent
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- Interest in current generation of consoles remains
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- Figure 31: Gaming console purchase intent, all vs console players, November 2019
- Xbox, pro console players look to invest in consoles
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- Figure 32: Gaming console purchase intent, by type of console played, November 2019
- Other gaming devices don’t attract as much interest
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- Figure 33: Other gaming device purchase intent, all vs console players, November 2019
- Console gamers will bulk up their home systems
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- Figure 34: TV and speaker purchase intent, all vs console players, November 2019
Gaming Hardware Purchase Influencers
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- Reviews, gaming influencers go a long way with console gamers
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- Figure 35: Gaming hardware purchase influencers, by gamers vs console players, November 2019
- Pro console players need hardware tested by gamers
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- Figure 36: Gaming hardware purchase influencers, by gamers and pro console players, November 2019
- Gamers will influence the sale of next generation consoles
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- Figure 37: Gaming hardware purchase influencers, by interest in next generation consoles, November 2019
Next Generation Consoles
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- Half of console players plan to buy new consoles
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- Figure 38: Interest in purchasing next generation of consoles, all vs console players, November 2019
- PlayStation, Xbox gamers ready to upgrade
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- Figure 39: Interest in purchasing next generation of consoles, by type of console played, November 2019
- Power will be a key selling point for new consoles
- Memory, brand important for potential buyers
- Key opportunity: exclusive games for console players
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- Figure 40: Reasons to purchase a next generation console, all vs console gamers, November 2019
- Nintendo players want games, Xbox just want something different
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- Figure 41: Reasons to purchase a next generation console, by brand of console played, November 2019
- New consoles won’t change minds of non-gamers
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- Figure 42: Reasons not to purchase a next generation console, November 2019
Gaming Accessories
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- Better controls necessary for a good console experience
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- Figure 43: Interest and ownership in controls, November 2019
- Brighten the home with other gaming accessories
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- Figure 44: Interest and ownership in miscellaneous accessories, November 2019
Perceptions of Game Developers
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- Reputation matters to console gamers
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- Figure 45: Attitudes toward brand reputations, November 2019
- Developers fight for attention in crowded landscape
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- Figure 46: Perceptions and use of game developers, November 2019
- Console preferences highlight partner opportunities
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- Figure 47: Developers played, all vs console gamers, November 2019
- PlayStation and Xbox players attract similar interests
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- Figure 48: Developers played, by type of console played, November 2019
Reasons to Try a New Game
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- Franchises, gamer recommendations go a long way for console players
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- Figure 49: Reasons to try a new game, all vs console gamers, November 2019
- Console brands need to differentiate game advertising
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- Figure 50: Reasons to try a new game, by type of console played, November 2019
Console Gaming Behaviors and Preferences
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- Console gamers spend more across multiple titles
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- Figure 51: Playing different games at a time, all gamers vs console gamers, November 2019
- Good hardware and brand loyalty matter
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- Figure 52: Brand loyalty and the importance of hardware, all gamers vs console gamers, November 2019
- PlayStation, Xbox gamers look under the hood
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- Figure 53: The importance of hardware, by type of console played, November 2019
Attitudes toward Gaming and Consoles
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- Cross-platform gameplay boosts appeal for cloud gaming
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- Figure 54: Attitudes toward cloud gaming, November 2019
- Social console gaming builds community
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- Figure 55: Attitudes toward social gaming, November 2019
- Console gamers say new is better
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- Figure 56: Attitudes toward new devices, November 2019
- Different brands seek new ways to enter the future
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- Figure 57: Attitudes toward new gaming experiences, by type of console played, November 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 58: Total US unit sales of video game consoles, by console, 2014-19
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Appendix – Correspondence Analysis
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- Methodology
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- Figure 59: Correspondence Analysis – Principal map – Perceptions of gaming devices, November 2019
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- Figure 60: Perceptions of gaming devices, November 2019
Appendix – The Consumer
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- Figure 61: When players buy games, by console brand, April 2018-June 2019
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- Figure 62: Types of games played most, by console brand, April 2018-June 2019
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- Figure 63: Number of games bought in the last year, by console brand, April 2018-June 2019
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- Figure 64: eSports viewing, by console brand, April 2018-June 2019
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- Figure 65: Renting games, by console brand, April 2018-June 2019
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